PENGARUH CITA RASA, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PUYO DESSERTS DI GRAND GALAXY PARK BEKASI (Studi Kasus Puyo Desserts di Grand Galaxy Park)

Mariska Fadilah, Mariska (2021) PENGARUH CITA RASA, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PUYO DESSERTS DI GRAND GALAXY PARK BEKASI (Studi Kasus Puyo Desserts di Grand Galaxy Park). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh antara cita rasa, citra merek dan persepsi harga terhadap keputusan pembelian Puyo Desserts di Grand Galaxy Park. Penelitian ini menggunakan data primer dengan penyebaran kuesioner. populasi penelitian ini adalah masyarakat yang melakukan pembelian di gerai Puyo Desserts di Grand Galaxy Park. Sampel dalam penelitian ini berjumlah 97 orang responden dengan menggunakan purposive sampling. Analisis data penelitian ini menggunakan analisis regresi linier berganda menggunakan SPSS versi 25.0. Hasil pada penelitian ini membuktikan bahwa secara parsial cita rasa tidak berpengaruh terhadap keputusan pembelian, citra merek berpengaruh terhadap keputusan pembelian dan persepsi harga berpengaruh terhadap keputusan pembelian. Secara simultan cita rasa, citra merek dan persepsi harga berpengaruh terhadap keputusan pembelian. ABSTRACT This study aims to determine the effect of taste, brand image and price perception on purchasing decisions for Puyo Desserts at Grand Galaxy Park. This study uses primary data by distributing questionnaires. The population of this research is people who make purchases at the Puyo Desserts outlet in Grand Galaxy Park. The sample in this study amounted to 97 respondents using purposive sampling. Analysis of the research data using multiple linear regression analysis using SPSS version 25.0. The results of this study prove that partially taste does not affect purchasing decisions, brand image affects purchasing decisions and price perceptions affect purchasing decisions. Simultaneously taste, brand image and price perception affect purchasing decisions.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSaefurahman, Asep0302087001asep_saefurahman@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: MARISKA FADILAH
Date Deposited: 06 Dec 2021 03:00
Last Modified: 06 Dec 2021 03:00
URI: http://repository.stei.ac.id/id/eprint/6075

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